If Oprah Winfrey and Donald Trump can have their own namesake magazines, why not Sylvester Stallone? Variety reports that American Media Inc., publisher of Muscle and Fitness magazine (as well as the National Enquirer and Star) will launch Sly, a health and fitness title aimed at men aged 35 to 54. Though Stallone is a man of few words onscreen, the actor ”will be actively involved in the editorial process every month,” AMI spokesman Stu Zakim said in a statement.

It’s still not clear whether the Rocky star will appear on the cover of each issue, as Oprah does on O magazine, but Sly will clearly help extend Stallone as a living, breathing brand, just as Oprah’s and Trump’s publications do. Earlier this year, Stallone launched a line of nutritional supplements. And the magazine’s launch in January will coincide with the premiere on NBC of his boxing reality series, The Contender. Given all that, who needs a movie career?